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Trend Forecaster's Handbook, by Raymond Martin
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The Trend Forecaster's Handbook is a sharp, in-depth and highly visual textbook and teaching aid forstudents and academics keen to know more about the world of trends, trend forecasting, and consumer-insight techniques.
This "how to" book provides design students with skills to understand and track trends and use them to inform their research, design, and product development. With quotes, interviews, and case studies of key players.
- Sales Rank: #687076 in Books
- Brand: Brand: Laurence King Publishers
- Published on: 2010-10-27
- Original language: English
- Number of items: 1
- Dimensions: 11.25" h x 1.00" w x 8.75" l, 2.43 pounds
- Binding: Paperback
- 216 pages
- Used Book in Good Condition
About the Author
Martin Raymond, co-founder of The Future Laboratory, a consumer-insight, trend-forecasting, and brand-strategy agency whose clients include American Express, Louis Vuitton, Laurent-Perrier, Absolut, BMW, Lamborghini, and Cond� Nast. He is a regular media commentator on trends and business.
Most helpful customer reviews
8 of 8 people found the following review helpful.
A highly visual exploration of trend forecasting
By Caufrier Frederic
Forecasting is popular as business consulting these days and that is reflected by quite a few recent published books that cover forecasting and trend analysis.
This book gives a good overall look on trend forecasting. And although it gives more the big picture view, still it succeeds in covering how to do trend forecasting. Do keep in mind that this book is more design focused (whether it is clothing, fashion, furniture, interior design or architecture).
There are various levels in how you can explore this book:
- Glancing over the beautiful pictures, great designs or structures illustrating trends.
- Reading on trend forecasting techniques
- Reading the case studies
- Reading the chapter contents
- Reading the inserts
Design wise this book is really great to flip through, with fantastic pictures, superb layout and structure. It has been a while since I really enjoyed flipping through a great book like this one.
Superb!
Techniques (about 1 page for each technique covered):
- Global trend forecasting sites (Chapter 2)
- Selecting your expert panel (Chapter 2)
- Depth interviewing (Chapter 2)
- Boundary crossing (Chapter 3)
- Improving empathy (Chapter 3)
- Using observation (Chapter 3)
- Ensuring network diversity (Chapter 4)
- Collaborative innovation networks (Chapter 4)
- Successful question framing (Chapter 5)
- Undertaking photographic case studies (Chapter 5)
- The European School and the American School of scenario planning (Chapter 6)
- Successful role playing (Chapter 6)
- Running a successful workshop (Chapter 7)
- Working through the innovation process (Chapter 7)
Case study (4 pages each):
- Piers Fawkes (Chapter 1)
- Ilse Crawford (Chapter 2)
- Li Edelkoort (Chapter 3)
- Sean Pilot de Chenecey (Chapter 4)
- Chris Sanderson (Chapter 5)
- Carston Beck (Chapter 6)
- David Carlson (Chapter 7)
- Marco Marsan (Chapter 7)
Inserts (about 1 page for each):
- The diffusion of innovation curve (Chapter 1)
- Double dressers (Chapter 1)
- Cross-cultural analysis and its uses (Chapter 2)
- The anatomy of a trend cartogram (Chapter 2)
- The authentic bicycle (Chapter 2)
- The Pantone view colour planner (Chapter 3)
- Hierarchical networks and how they work (Chapter 4)
- Collaborative networks and how they work (Chapter 4)
- Distributive networks and how they work (Chapter 4)
- The Friend Wheel (Chapter 4)
- Paul Griffith's visual portrait (Chapter 5)
- Jammer's visual portrait (Chapter 5)
- Callebaut's `Lilypad' (Chapter 6)
- Trendfunnel (Chapter 7)
- Opportunity cartogram (Chapter 7)
Contents:
Foreword
Timeline
Chapter One - The anatomy of a trend
- Definition of a trend forecaster
- Definition of a trend
- Memes and trend viruses
- Diffusion of innovations
- Diffusion of innovation types
- Diffusion of innovation curve
- Summary
Chapter Two - The trend forecaster's toolkit
- Stuff: New things in the culture
- Cultural brailling
- Cross-cultural analysis
- Summary
Chapter Three - Intuitive forecasting
- Left- and right-brain thinking
- Whole-brain thinking
- Gut intuition
- Expert intuition
- Strategic intuition
- Summary
Chapter Four - Network forecasting
- The law of weak-tie networks
- The rule of diversity in networks
- The 80/20 principle
- Hierarchical networks
- Collaborative networks
- Distributive networks
- Summary
Chapter Five - Cultural triangulation
- Triangulation
- The interrogation stage
- The observation stage
- The intuition stage
- Writing up your report
- Summary
Chapter Six - Scenario planning
- The origins of scenario planning
- Scenario planning stages
- Summary
Chapter Seven - Insight, strategy and innovation
- The inspiration stage
- The translation stage
- The immersion stage
- The product development stage
- Summary
Notes
Glossary
Index
3 of 3 people found the following review helpful.
Great content
By Andr� Oliveira
The content is pretty good, but the best thing is the "step-by-step" framework, which helps you not only to understand the reality of a trend forecaster, but also apply methodologies in your day-to-day working routine. Congratilations for this amazing book!
Best,
Andr�
0 of 0 people found the following review helpful.
A is for Awesome
By Alix
This is an awesome book. I was required to read this for Trends and Forecasting. However, I plan to read it again during my free time. Idk if I'll ever have any BUT if I do.. I will spend it reading this bad boy all over again. It's an easy read, really interesting, and very accurate.
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